From Rice Bowls to Snack Bowls: Jati Reinvents Local Grain with New ‘Chom Chom’ Line

In a bold move that redefines the boundaries of Malaysia’s agricultural staple, heritage brand Jati is officially moving from the nation’s dinner tables into the casual snacking arena. The household favorite has unveiled ‘Jati Chom Chom,’ a new line of ready-to-eat white rice puff snacks that effectively transitions local grain from traditional rice bowls straight into modern snack bowls.

The lifestyle-driven pivot, spearheaded by producer and distributor Serba Wangi Sdn Bhd, marks the brand’s first foray into the country’s highly competitive snack market. By turning standard local white rice into a light, crunchy snack, the company is targeting a generation of younger consumers, including children, teenagers, and young working adults, who are increasingly searching for unique, local alternatives to traditional potato, corn, and wheat-based treats.

This culinary reinvention was officially celebrated yesterday at Old Malaya, Kuala Lumpur, a heritage-rich venue that mirrored the brand’s objective of blending cultural nostalgia with contemporary everyday formats. Officiating the event, the Raja Puan Muda of Kedah, DYTM Che Puan Muda Zaheeda Binti Mohamad Ariff, lauded the initiative for bridging the gap between traditional farming and modern retail. Her Highness emphasized that transforming a raw commodity into an innovative consumer product creates a ripple effect that directly boosts demand for local rice, supporting farmers’ livelihoods and elevating the entire local agricultural ecosystem.

Echoing the enthusiasm for this food evolution, the Secretary-General of the Ministry of Agriculture and Food Security, Datuk Seri Isham Ishak, proudly introduced Chom Chom as “Malaysia’s First White Rice Snack.” He noted that the future of the nation’s agricultural sector hinges heavily on this exact type of value creation and market expansion, proving that local rice can successfully evolve beyond the traditional grocery sack.

According to Serba Wangi’s Managing Director, Low Kok Kean, the Chom Chom line represents a vital milestone in exploring the untapped potential of rice. He noted that the goal was to create a fun, flavor-forward experience that makes a familiar household ingredient relatable to a fast-paced, modern audience. To back this innovation with consumer trust, the snack is produced in a facility certified to strict Halal, HACCP, and international ISO 22000:2018 food safety management standards.

Crafted to be both accessible and affordable, Jati Chom Chom makes its debut in two classic, crowd-pleasing flavors: Tomato and Cheese. The product is priced from RM1.99 for a 60g single pack and RM3.79 for a 112g multipack, making it an easy addition to the family pantry. Supermarket shoppers can currently find the new rice snack line at selected Lotus’s, Giant, and AEON outlets nationwide, with Serba Wangi actively expanding distribution into neighborhood retail channels to ensure the reinvention of local rice reaches both urban and suburban communities.